AHAA2011: ‘Community Importance’ Can Yield Higher Arbitron Latino Participation

By Adam R Jacobson

MIAMI BEACH (Oct. 12, 2011) —  The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.

That’s one of the key findings from Roslow Research Group president Peter Roslow, who worked with the radio ratings company to best explore how Arbitron can increase Latino diarykeeper participation in emerging Hispanic markets.

Spanish-language radio listeners were queried in three “new” Hispanic markets – Boise, Idaho; Bridgeport, Connecticut; and Fort Myers, Florida – along with a long-established Hispanic market, Tucson. First-generation Hispanics were of considerable focus, to best determine ways to attract Latinos that likely weren’t comfortable communicating in English.

Research was designed to bring in Spanish-dominant Latinos; Roslow learned that “non-traditional recruiters,” those who have community standing, helped in encouraging Latinos to participate in this study. Use of video and communication in English was eliminated. Once Roslow commenced its research, it found that many first-generation Hispanics asked if Arbitron was “a serious company,” and was not a scam. Many commented that surveys “are just not a Hispanic thing,” and that “they don’t have time for such things.”

Roslow also found that phone calls trump mail communication with Hispanic diary placement – a good thing for Arbitron. “This provides people with an opportunity to talk to a real person, and Arbitron can build trust with the Latino community through this in-person communication,” Roslow says.

Lastly, Roslow notes that the subject of immigration cannot help but negatively impact participation in Arbitron surveys in all markets – not just Tucson, where state legislation has placed a chilling effect on Hispanics, some of who may be undocumented.  “Elizabeth,” from Boise, noted that “immigration knows what zones or houses there are more Latinos and they come.”

Dr. Ed Cohen, Arbitron’s VP/Research Policy & Communications, reviewed some of the methods the ratings firm is acting upon based on Roslow’s research.

* Sending a pre-alert piece before the questionnaire is mailed is planned “in the near term.”

* Using a one-sheet to explain to Latinos that Arbitron is “a serious company.”

* As 38.4% of all Hispanics are cell-phone only, Cohen guesses that it is even higher among first-generation Latinos. Thus, first contact by law through U.S. Mail needs the more personable follow-up by phone.

In markets such as Boise, there is no language weighting. However, Cohen believes the cell-phone sampling for diary placement is doing the best job against a rapidly changing Latino population that data hasn’t caught up to yet.

Are diaries heading to more tech-friendly delivery vehicles, such as digital accessibility via smartphones? Asked by an attendee at the Association of Hispanic Advertising Agencies (AHAA) conference session in Miami Beach,  Cohen explained that the need to make first contact via U.S. Mail at present hinders such efforts – for now.

“It is something we’re working on,” Cohen says.

For more coverage from the AHAA 2011 Annual Conference, visit www.hispanicad.com or follow #AHAA2011 on Twitter.

Hispanic Radio Today 2010 Released By Arbitron, With Analysis From Adam R Jacobson

More than ever Latinos across the U.S. can access audio programming via an ever-widening array of delivery vehicles. Yet as Arbitron points out in its recently released 2010 edition of Hispanic Radio Today, “radio’s reach among both English-dominant and Spanish-dominant listeners continues to land between 94 percent and 96 percent — a constant since Hispanic Radio Today’s first study back in the 1990s.”

The report, with principal analysis from The Adam R Jacobson Editorial Services & Research Consultancy, also shows that radio reached Hispanic men and women equally strong – the medium attracts 97 percent of Hispanic men aged 45-54 and 96 percent of women aged 25-44.

Radio was also a “weekend warrior” with Hispanic men and women, Arbitron research concludes, attracting an average 81 percent of adults 18-44 — higher than any weekday time period.

For marketers and advertisers seeking to attract Latino consumers via AM and FM stations broadcasting in both English and Spanish, key takeaways from Hispanic Radio Today include the following:

• Regional Mexican continues to lure the largest audience of Hispanic listeners. The format attracted more than double the audience of Spanish Contemporary, the No. 2-ranked format.
• Regional Mexican’s strength is with Hispanic men, many of whom are English-dominant teens and young adults who enjoyed the format as much as Spanish-dominant adults 35-44.
• Four English-language radio formats — Top 40, Adult Contemporary, Classic Hits and Country (thanks to its strength in Texas) —experienced gains in average quarter-hour share with Latinos between fall 2008 and spring 2010, the ratings period measured in Hispanic Radio Today.
• Spanish-dominant listeners – especially younger ones – like English-language formats. Teens gravitate toward Top 40 and rhythmic, urban blends found on “Rhythmic CHR” stations, like Power 96 in Miami and The Beat in San Antonio.
• Adult Contemporary is the top format for Spanish-dominant adults 35-44.
• Classic Hits is the most popular format among Spanish-dominant adults 45-54.
• For Spanish-language formats, Regional Mexican was the second-ranked format among English-dominant adults 18-24. Tropical, featuring salsa and bachata music, was the No. 2 format with English-dominant adults 35-44.

To download the 2010 edition of Hispanic Radio Today from Arbitron, click on the link.

Latin Trade: Air Alliances Battle for the Flying Public

Air Alliances Battle for the Flying Public

Mega-mergers and new alliances forged in the past six months have given Latin American business travelers a score of additional options. But as this merger era underscores, competition is fierce. The fight to fill seats with executives has shifted into high gear.

Adam R Jacobson provides a detailed update on airline consolidation and the rapid changes facing business and leisure travelers in Iberoamerica in the latest issue of Latin Trade magazine.

To view the complete article, click here.

Hispanic TV Set To Grow In Denver

According to Nielsen Claritas, Denver’s Latino population, roughly 20 percent of the market, is growing three times faster than the population as a whole.

The Denver Post‘s Joanne Ostrow in April 2010 talked to local and national media executives who shared their thoughts about the booming Latino population.

Most expect a thorough national head count – Census 2010 – to quantify their potential for growing audiences … and ad revenues.

“Denver has been late to the table,” said Miami-based Hispanic media consultant Adam Jacobson. “But maybe the time is ripe, and maybe the dollars are finally there for it to work.”

Jacobson also told Ostrow that the pace of  growth among U.S.-born Hispanics is greater than that of immigration. Thus, use of English among Latinos tuning in to media across the nation may eclipse Spanish as the years go by.

“Especially out West, the Hispanic population growth is age 10 and under. At that age, you’re probably watching Nickelodeon (rather than Univision or Telemundo). Within the next 10 to 15 years, the number of Hispanics who prefer to use English will increase.”

This is a controversial belief. Jacobson asks, “But who’s going to consume Spanish-language media if more of the kids speak English?”

At this point, a comment was misunderstood by Ostrow.

“The under-30s watch “Grey’s Anatomy” more than what’s on Univision,” he said.

Adam notes:

I was talking specifically about Cuban Americans born and raised in Miami, and did not clearly state this in my interview. As any statistician will tell you, Hispanic television viewing is driven nationally by the 18-34 demographic.  So my comment is obviously a bit odd and out of context.

The article appears on the front page of the April 20, 2010 edition of the Denver Post.

To read the entire story, simply click here.

FeatherHeart Introduces Bridal-Themed Pieces for Canines With Official Launch of ‘Love Me. Love My Dog’ Brand


COCONUT CREEK, FL — JANUARY 7, 2011. FeatherHeart, the pioneering creator of top-quality, unique accessories, in 2010 established itself as a premier producer of one-of-a-kind designs. For 2011, FeatherHeart founder Dannielle Kukar has set her sights on building on this success by launching brand with legs — four of them, actually.

LOVE ME. LOVE MY DOG, an extension of FeatherHeart, is set to make tails wag and heads turn. With all of the flair of her renowned designs for hats, fascinators and pins, Kukar has crafted the perfect pet accessory for the “dog parent” — the fashion-minded pet lover who treats their canine companion as a beloved family member.

From beautiful bridal-themed pieces that make your pet a welcome member of the wedding party to enjoyable, fun and imaginative everyday pieces, LOVE ME. LOVE MY DOG is the brand that speaks straight from the heart.

“As an award-winning graphic designer, creativity is my life,” notes Kukar, who created FeatherHeart in January 2010 following a successful career in fashion illustration and graphic design. “It is my intent to bring style and joy to the wearer, and have them feel that this is a piece that will be part of their lives for years to come.” Now, says Kukar, the joy and style exhibited in each LOVE ME. LOVE MY DOG design can be enjoyed by stylish women and  men, and their beloved pets alike.

Kukar, recently featured on WSVN-Channel 7 in Miami’s popular Deco Drive fashion and style program, uses her design experience to create the perfect balance of color and composition in her headpieces. “I combine feathers, in their natural form or dyed, with fabrics and crystals and other materials, some recycled or repurposed,” she notes. “The results are labor-intensive gallery pieces that are 100 percent hand-crafted and versatile.

Kukar’s Coconut Creek work studio may be where inspiration is fulfilled. But it is her everyday surroundings that oftentimes provide the spark — and key ingredients — to fulfillment. “My work area will never be pristine,” she says. “I like things lying around, so they can truly inspire me, and trigger me. Palm fronds were lying on the ground all over my community. I thought they were gorgeous … and I knew I was going to do something with them.” The palm fronds are integrated into one-of-a-kind cocktail hats, presently on exhibit at the Florida Craftsmen Gallery in St. Petersburg, Florida.

Featured items including the Gia Rock Star pet barrette, along with other FeatherHeart accessories, can be found on the FeatherHeart’s Etsy.com online shop, at http://www.etsy.com/shop/featherheartdesignsFor more about Dannielle Kukar and FeatherHeart, visit http://www.featherheartdesignsbydannielle.com.

CONTACT:           PALOMA KUKAR, 954-249-1568, featherheart@comcast.net
ADAM R JACOBSON, 305-532-2928, adam@jakeadams.net

# # #

Adam R Jacobson: Ready To Make 2013 Ring For Your Business

The Adam R Jacobson Editorial Services and Research Consultancy is designed to give media organizations, public relations firms and business that added edge –  with professionally managed research and writing capabilities not necessarily available to them otherwise.

Like what you see? Want someone like Adam R Jacobson in your organization?

Please contact us at adam@adamrjacobson.com. We’ll be glad to chat with you!

Adam R Jacobson

Hispanic Market Research and Analysis
Radio-industry Marketing Communications

Main address:
157 SW 96 Terrace
Plantation, FL 33324 

Southern California bureau:
1310 Loma Drive, Suite C
Hermosa Beach, CA 90254

East Coast: 954.417.5146
West Coast: 818-231-1546
Twitter: www.twitter.com/jakeadamsdotnet

Also on LinkedIn.com

DMG Solutions CMO Offers Ideas On Navigating Today’s Media Mix


Marcelo Salup, Chief Marketing Officer of multicultural advertising and marketing firm DMG Solutions, doesn’t want to discuss “the demise of media.”

In Salup’s view, all media is additive. “They are all real … we need to get over them.”

Salup also refuses to talk about specific vehicles, such as Facebook or Twitter, when discussing effective advertising.

“Advertising is only about modifying people’s habits,” he told nearly six-dozen attendees on December 3 at the Versailles Breakfast Club in Miami’s Little Havana. Addressing the local business professionals, Salup added, “The moment you start forgetting about [modifying people’s habits] is the moment you start to forget advertising.”

Salup’s bottom line: Advertising and marketing professionals should always try to modify something about their target audience’s buying patterns. This can be done through the creative expression of ideas. With this focus, the pressure of finding the right vehicle to deliver the best message is eased.

“It is what I tell you … not where I tell you the message,” Salup says. “It is not about the media. It is about the creative. What does media do? It delivers the message.”

Stressing the importance of content, Salup continued, “Content is what really engages the consumer. From a media perspective, it is about delivering the message to the right people. And, it is about delivering the right message.”

Salup also believes that all messages “lead to one” — that is, it is ultimately up to one single person to decide whether or not to act on what they see or hear in an advertisement.

“All media goes into one place,” he says. “It goes into your brain. It doesn’t matter where it is coming from.”

That’s why Reach Wins, Salup concludes. “Loyalty is a far second to reach when it comes to effectively reaching consumers,” he says, citing the advertising research study “Why Brands Grow,” jointly conducted in 2002 by the University of Houston and the University of Central Florida.

Among the other key points Salup shared with attendees:

* The most effective media plan is boring.

* Putting more money into a single medium is inefficient. You won’t get effective results.

* Ask yourself, “Does the message fit the media?”

* Listen to the audience, not yourself.

Salup reasons, “We could care less about our own opinions [at DMG]. All we care about is what the consumer thinks.”

A Case For A New Alternative: “Rock of the ’10s”

In March 2010, I wrote some commentary about KROQ and KYSR in Los Angeles and where “Modern Music” is headed.

Sadly, it headed into the dumper. But did it?

So-called Alternative music stations aren’t Alternative anymore. Nor are they modern. Most are now Classic Rock stations for Gen-X.

Yet there’s product out there. Somewhere. KCRW/Santa Monica offers some. Xfm 104.9 in London offers some. Even WFNX/Boston does.

That’s why I can’t stop thinking about this — we are reliving 1979-80 all over again when it comes to the future of rock music.

Some programming consultants will tell you Rock is dead.

I don’t believe it.

Even with large multiethnic audience, music cycles have proven rock will return.

We also forget that in Latin American markets like Lima, Active Rock never died. Same goes for Bogotá. Mexico City had a very successful Alternative station before it was ultimately shut down for a variety of reasons (98.5).
What I find fascinating is that the current trend of Modern Music skips over the 1990s, as if all the music I thought “destroyed” the format (Nirvana, Stone Temple Pilots, Green Day, Pearl Jam, etc.) are non-factors. Listen to some of the sounds from acts like Cut Copy, Arcade Fire and Matt & Kim – the influences are there.
So I experimented. What would a radio station sound like that focused on new music yet embraced the “cutting edge of rock” of the 1980s?

What market could it work in, successfully enough to start a trend?
Here is what I came up with:
107.5 THE POD
What’s Next For Houston
WEEZER Hash Pipe
A SILENT FILM You Will Leave A Mark
KEANE Under Pressure
MUMFORD & SONS Little Lion Man
DEPECHE MODE Policy Of Truth
HURTS Wonderful Life
PHOENIX Lisztomania
SPOON Got Nuffin
THE XX Crystalized
GORILLAZ Feel Good Inc.
MUSE Starlight
TIESTO f/TEGAN & SARA Feel It My Bones
ARCADE FIRE Ready To Start
CURE In Between Days
M.I.A. Paper Planes
GOSSIP Heavy Cross
JANE’S ADDICTION Been Caught Stealing

Here’s the problem: This may be cool for a person in their 30s seeking new music, a “Hot Adult Alternative” if you will.
But I cannot figure out how to program a Modern Music format for 12-34 year ols. Their is not enough product – or none at all – that could possibly lure them unless there is a heavy nostaglia movement going on. 
Yet perhaps “Hot Adult Alternative” is a way for stations in markets where there is heritage for Alternative and listeners have aged beyond the demo of the current station.

What are your thoughts? I’d love to get your feedback. Please leave them below.

Hispanic Market Media Strategist

America’s Latino Future: 2015 and Beyond

American University alumni in South Florida  on October 5, 2010 enjoyed the first in a series of business, networking and social events. In America’s Latino Future: 2015 and Beyond, a select group of individuals got a sneak peek at the changing complexion of the U.S. population and how marketers and media have reacted.

Hosted by Adam Jacobson, SOC/BA ’94, Arthur Rockwell of Geoscape joined Luigi Bellizzi of Grupo Latino de Radio in an engaging conversation about where the nation’s Latino population is headed – and how media companies and advertisers should react.

Rockwell offered a PowerPoint presentation to all participants. To download your complimentary copy, click here.

For more on American University, contact Melissa Blevins in the office of alumni relations at 202-885-5933.

‘Flying High’ – Mergers, Alliances Reshape Air Travel In Latin America

Flying High.
By Adam Jacobson

Latin America represents one of the hottest growth opportunities for airlines, as competition makes mergers and alliances the new name of the game.

Travelers flying around Latin America today are enjoying options that were unimaginable just a few years ago. Given the bevy of new routes, direct access to more cities and the entry of scrappy, low-cost carriers, business and leisure customers are flying high.

So is the industry. The expanding ranks of global airline alliances are credited with helping to boost business for a broad swath of carriers operating in the region. And Latin American carriers, unlike many struggling counterparts in the United States and Europe, managed to skirt the turbulence of the crisis.

More at Latin Trade magazine

from The Adam R Jacobson Multicultural Consultancy